Preservation of Sacred Symbols in the Context of Globalization through Emotional Design and Education

This article comprehensively examines the potential of emotional design as an effective means of preserving and modernizing the sacred symbols of Kazakh culture in the context of globalization and digitalization. In the period of the growing threat of the disappearance of national codes in the global visual environment, urgent problems of flexible and meaningful implementation of traditional symbols in the modern design language are being differentiated. The authors present emotional design not only as a means of aesthetic impact, but also as an important mediator that supports and develops cultural memory and the spiritual foundation of the nation. The research analyzed the theoretical foundations and practical aspects of the introduction of sacred symbols — ornaments, natural and zoomorphic motifs into the modern system of visual communication. For this purpose, the results of semi-structured interviews with Kazakhstani designers and consumer surveys were published. Empirical evidence clearly shows the role of emotional design in strengthening national identity, transferring cultural heritage from generation to generation, and responding to the emotional and aesthetic demands of the population. The article provides ways to adapt sacred symbols in accordance with modern requirements, without losing their cultural significance, based on successful conditions in modern fashion, architecture and graphic design. At the same time, the need for historically and ethnographically grounded use of national symbols is emphasized, not superficially. The combination of emotional design and ethnodesign demonstrates the potential for their revival through modern visual systems, while preserving cultural codes. The article ends with practical recommendations for designers and cultural scientists, as well as specialists interested in reviving national identity, and scientific conclusions aimed at future research.